DAY 96. Gustavo Gelli

Founding partner of Tátil Design.

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English:

Gustavo, 46 years old, is graduated in business administration and post-graduated in finance. He completes 25 years of career in 2013, and has specialized in the management of creative enterprises. He is a founding partner of the consultancy of strategy, building and managing brands called “Tátil Design”, which collects numerous national and international awards; it is recently one of the major Branding consultancies of Brazil, with relevant brands in its portfolio such as the 2016 Olympic Games. In 2005 Gustavo participated in the founding of the Brazilian Association of Design Companies where he has been highlighted by the performance on the pillars of empowerment, fomentation and regulatory milestones for the industry of the Brazilian Design. He is a member of the board that represents the activity in Brasilia with the Secretariat of the Creative Economy, being responsible for the inclusion of projects in the areas of tax, labor and intellectual property.

As the president of ABEDESIGN, he has as main challenge include the Design in the strategic stave of the federal government.

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What is your impression about a brand called Brazil?

We never had as many opportunities as in recent times.

We can and we must build a brand that can promote a Brazil that exports, that attracts investment, generates business and builds value; which is capable of aligning different initiatives, private or governmental, that represents different sectors of the economy, that is strong and cohesive.

Why?

Because Brazil has an increasingly strategic role in the international arena, it is home to the largest cultural diversity and the greatest biodiversity on the planet, because natural resources are as abundant in our land as our entrepreneurial energy!

Because we live the “golden decade”, and our age pyramid has been very generous to us, putting a lot of work force in the market.

I’m sorry the skeptics and political polarized, but we have been able to reconcile economic growth with social mobility. We have occupied the seventh place in the ranking of the world’s largest economies by the last 5 years. Our creativity is a source of inspiration for the creation of excellent businesses and services. Brazil is a happy country and with an immense adaptive capacity. We learned how to work and to live with diversity and adversities, and these competences place us in a privileged position to navigate in an increasingly interconnected world, with more people, less natural resources and many last minute changes.

However, unlike other countries that have realized the need to promote their strongholds, like Germany that created the seven long-term initiatives, reinforcing the greeting, the technology and the quality; China which through massive investment in technology, increased its quality perception; the South Africa which, through its governmental entity “Brand South Africa” ​​created a positive and convincing image with campaigns adapted to the socio economic realities of the country; India, creating campaigns that highlight the amazing experience that is being in the country; and England, with its “grandiose” positioning through the campaign “Great UK”. Brazil still maintains a gap of perception about itself.

We must know ourselves to recognize us. A good and delicious land, giant by its nature, where everything that is planted grows, the country of the future, mutt complex, blessed by God and beautiful by nature, love it or leave it, “pra frente Brazil” (“Brazil, go ahead”), save the team (meaning “let’s push the Brazilian soccer team forward”), “esquentais vossos pandeiros, iluminai os terreiros, que nós queremos sambar (part of a song that’s asks Brazil to get ready that we want samba), “a gente somos inútil” (“we are useless” – part of another song), I am a Brazilian, with great pride. After all, what country is this (“que país é esse?” is the title of another Brazilian song)?

Our challenge is not easy. There is this image that has been built for the last 513 years. In the first 30 years after the discovery, we were a mythical and wild land; 300 years later we were seen as a “Rich Colony” of Portugal; over 77 years have passed and we were already a “New Empire” with our “Dons Pedros”; in the next 40 years, we were the “Green and Yellow Republic”; from Vargas, until the coup of 64, we became “Modernists and Industrialized”; from 1964 to 1985, Brazil experienced immense paradoxes. On one side, the military coup put in power a developmental and, with that, we got to breathe the “Economic Miracle”, but on the other we had not won minimally the pillars of our brand and in 1973 we experienced a huge economic disaster with the onset of recession. Only after the “Real Plan”, Brazil began to establish itself as a brand “fashion and connected” and proceeds to enter the global agendas.

We do not want to arouse the curiosity only of the world, we want to attract the attention of the world and show a Brazil that works right. A creative and determined Brazil, with creative and sustainable deliveries which, in addition to its known sympathy and wealth of natural resources, can become a globally competitive nation with stability, growth and social equality.

We began to realize collective feelings of pride, hope and empowerment.

Perhaps, defragmenting our image, giving visibility beyond identification, constructing meanings from tangible and intangible attributes, creating a firm and innovative positioning and engaging to everyone through a common purpose, we can build a sustainable value for our brand.

Of course we don’t need to say I’m an optimist, but I recognize that miracle does not exist, there is plenty to do and education is the watchword. Without education we will not make it.